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NEGATIVE 
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Author: 


Woman's  world 


Title: 


Watseka, 


Place: 


Chicago 


Date: 


[1914] 


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MASTER   NEGATIVE   # 


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Foreword 

THIS  is  the  tale  of  an  Illinois  town  of 
2,500  souls  (a  city  the  people  call  it, 
because  it  has  a  Mayor  and  city  govern- 
ment) discovered  in  the  explorations  of  an 
Advertising  Director. 

Many  Watseka  people  told  us  that  their 
town  was  extraordinarv— their  land  the  won- 
derful  black  soil  which  works  overtime,  and 
their  people  the  salt  of  the  earth— but  they 
were  prejudiced. 

The  census  man  called  it  an  average  of 
the  thousands  of  other  Watsekas  scattered 
through  the  country,  and  so  we  print  its  story. 

To  those  who  wish  to  read  about  dis- 
tinctive people  or  the  extraordinary  town, 
this  book  will  not  appeal.  It  is  a  simple 
narration  of  the  common  people  who  live  in 


Foreword 


the  country— the  kind  that  Lincoln  said  God 
must  love  because  he  made  so  many  of  them. 

To  those  who  lived  in  some  far-oif 
Watseka  in  other  days,  this  little  book  may 
bring  back  a  thought  of  Auld  Lang  Syne. 

To  those  whose  opinions  of  the  country 
and  its  people  come  from  an  occasional  sum- 
mer vacation,  there  may  be  something  to 
instruct  and  amuse. 

To  those  whose  business  needs  compel 
them  to  use  the  small  town  magazine  com- 
mercially and  who  have  heretofore  relied  up- 
on the  city  copy- writer  to  tell  their  business 
story,  there  will  be  some  food  for  thought. 

Watseka  itself  is  unimportant,  but  the 
68,000,000  population  which  furnished  the 
numberless  other  Watsekas  spell  business 
opportunities  for  you  and  are  worth  going 
after 

WALTER  W.  MANNING 


Contents 


Foreword 

Watseka 

Location 

Population 

Occupation 

Crops 

Land 

Taxes 

Local  Government  and  Politics 

Public  Conveniences  and  Improvements 

Public  Institutions 

Merchants 

J.  A.  Sandiford:   "The  Busy  Grocer" 

Taliaferro:  Cash  Grocery 

The  Cyrus  Hardware  Company 

E.  B.  Elder:  Drugs,  Talking  Machines  and 
Cameras 

Julius  Sapiro:  Dry  Goods 

L.  B.  Segur:  Furniture 

Joseph  Fanyo:  Ford  Dealer 

Star  Moving  Picture  Theatre 


1 

1 

3 
3 
5 
6 

6 

8 

12 

13 

15 
19 
20 

22 
24 


Contents 


Clark  &  Litell :  Restaurant 

Subscribers 

What  They  Read 
Where  They  Buy 
Dr.  Harter:   A  Subscriber 

The  Beveridge  Players 

The  City  Marshal 

The  Watseka  Market 

Woman's  World  Subscribers  in  Watseka,  III 

The  Mayor's  Letter 

Index 


25 

26 
28 
29 

31 

32 

35 

36 

45 

47 


List  of  Illustrations 


Main  Street,  Watseka 
Watseka  Town  Hall 
Watseka  High  School 
The  Iroquois  Hotel 
Sandiford,  "The  Busv  Grocer" 
Dick's  Jewelry  and  Optical  Store 
Taliaferro's  Cash  Grocery 
Cyrus  Hardware  Store 
Elder's  Drug  Store 
Blake's  Drug  Shop 
Sapiro's  Dry  Goods  Store 
Segur's  Furniture  Store 
Upsall's  Jewelry  Store 
Hogles  Toy  Store 
"The  Movies" 
The  Iroquois  Club 


Title  Page 


1 
3 
4 

8 
11 
12 
14 
17 
18 
19 
•21 
22 
23 
24 
27 


I 


Lincoln  Highway  in  Watseka 
Tom  Harper,  The  City  Marshal 
Residence  of  Mrs.  Frank  Fanyo 
Residence  of  Mrs.  Frank  Gilbreath 
Residence  of  Mrs.  E.  C.  Hamilton 
Residence  of  Mrs.  T.  Henning 
Residence  of  Mrs.  M.  H.  Peters 
Residence  of  Mrs.  Mary  Rhoades 
The  Mayor's  Letter 


SI 
88 
37 
38 
39 
40 
41 
42 
45 


WATSEKA    ILL 


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W  A  T  S  E  K  A    TOWN    HALL 


WATSEKA    ILL. 

LOCATION 

WATSEKA  is  77  miles  south  of  Chicago,  and 
12  miles  from  the  western  boundary  line 
of  Indiana.  It  is  reached  by  the  Chicago  &  Illinois 
Central  or  the  Topeka,  Peoria  &  Western  Railroad. 

POPULATION 

Watseka  has  a  population  of  2,600  (800  families), 
and  is  one  of  many  towns  in  Illinois  having  a  pop- 
ulation of  between  2,000  and  3,000.    There  is  noth- 


W  A  T  S  K  K  A    T  ()  \V  \    H  A  I.  L 


WATSEKA    ILL. 

LOCATION 

WATSEKA  is  77  miles  south  of  Chicago,  and 
12  miles  from  the  western  boundary  line 
of  Indiana.  It  is  reached  by  the  Chicago  &  Illinois 
Central  or  the  Topeka,  Peoria  &  Western  Railroad. 


POPULATION 

Watseka  has  a  population  of  2,600  (800  families), 
and  is  one  of  many  towns  in  Illinois  having  a  pop- 
ulation of  between  2,000  and  3,000.     There  is  noth- 


s 


WATSEKA     I  LL. 

ing  about  it  to  distinguish  it  from  any  of  the  others 
except  that  it  is  the  County  Seat  of  Iroquois  County. 
Of  the  800  famiUes,  600  are  American— native 
born;  120  are  French;  and  80  are  German— all  be- 
ing thrifty,  hard-working  people. 

OCCUPATION 

The  people  of  Watseka  are  engaged  in  farming,  with 
the  exception  of  34  local  merchants,  16  lawyers,  7 
physicians  and  one  public  stenographer. 

There  is  no  employment  agency  in  the  town,  and 
the  Town  Marshal  states  that  there  are  less  than 
25  housemaids  for  the  800  famiUes. 

CROPS 

The  farmers  are  chiefly  engaged  in  raising  corn  and 
oats,  hogs  and  cattle. 

LAND 

Farming  land  is  worth  $225  to  $250  per  acre,  and  is 
the  rich,  black  land  which  characterizes  the  best 
corn  belts.  The  farmers  find  that  they  obtain  the 
best  results  by  rotating  the  crops,  planting  corn  one 
year  and  oats  the  next. 

[   2   ] 


WATSEKA      ILL 


WATSEKA'S    HIGH    SCHOOL 

TAXES 

The  tax  rate  is  $30.00  per  thousand,  but  the  assess- 
ment is  about  two-thirds  of  the  assessed  valuation, 
making  the  rate  $20.00  per  thousand  on  actual 
valuation. 

LOCAL  GOVERNMENT  AND  POLITICS 

The  city  government  is  elective,  and  is  composed 
of  the  Mayor  (Mr.  J.  W.  Upsall),  six  aldermen,  city 
clerk,  city  attorney,  city  treasurer,  city  collector, 
city  plumber,  police  magistrate,  and  an  assessor  for 
each  township. 

The  City  Marshal  (Mr.  Thomas  Harper,  of  whom 

[   3   ] 


WATSEKA     ILL. 

ing  about  it  to  distinguish  it  from  any  of  the  others 
except  that  it  is  the  County  Seat  of  Iroquois  County. 
Of  the  800  faniihes,  600  are  American— native 
born;  120  are  French;  and  80  are  German— all  be- 
ing thrifty,  hard-working  people. 

OCCUPATION 

The  people  of  Watseka  are  engaged  in  farming,  with 
the  exception  of  34  local  merchants,  16  lawyers,  7 
physicians  and  one  public  stenographer. 

There  is  no  employment  agency  in  the  town,  and 
the  Town  Marshal  states  that  there  are  less  than 
25  housemaids  for  the  800  families. 

CROPS 

The  farmers  are  chiefly  engaged  in  raising  corn  and 
oats,  hogs  and  cattle. 

LAND 

Farming  land  is  worth  $225  to  $250  per  acre,  and  is 
the  rich,  black  land  which  characterizes  the  best 
corn  belts.  The  farmers  find  that  they  obtain  the 
best  results  by  rotating  the  crops,  planting  corn  one 
year  and  oats  the  next. 

[   2    ] 


WATSEKA      ILL 


WATSEKA'S    HIGH    SCHOOL 

TAXES 

The  tax  rate  is  $30.00  per  thousand,  but  the  assess- 
ment is  about  two-thirds  of  the  assessed  valuation, 
making  the  rate  $20.00  per  thousand  on  actual 
valuation. 

LOCAL  GOVERNMENT  AND  POLITICS 

The  city  government  is  elective,  and  is  composed 
of  the  Mayor  (Mr.  J.  W.  Upsall),  six  aldermen,  city 
clerk,  city  attorney,  city  treasurer,  city  collector, 
city  plumber,  police  magistrate,  and  an  assessor  for 
each  township. 

The  City  Marshal  (Mr.  Thomas  Harper,  of  whom 

[   3    ] 


W  A  T  S  E  K  A      ILL. 


THE    IROQUOIS    HOTEL 

more  anon)  is  appointed  by  the  Mayor  and  draws  a 
salary  of  $900  per  year. 

Local  politics  are  non-partisan,  and  the  Mayor  is 
invariably  selected  for  his  character  as  a  citizen  from 
the  standpoint  of  fitness  and  efficiency,  length  of 
citizenship,  etc.,  and  no  one  of  the  bar  sinister  has 
gotten  by  as  Mayor  in  this  burg  for  a  great  many 
years. 

The  town  has  been  dry  since  May,  1903,  and  no 
liquors  are  sold  lawfully — the  only  exception  being 
when  the  occasional  stranger  from  a  nearby  town 

[   4   ] 


WATSEKA      ILL. 

boot-legs  the  sale  of  redeye  in  a  basement  or  an  alley. 
There  hasn't  been  a  murder  or  a  robbery  in  the 
town  for  years,  and  in  1913  there  were  but  90  ar- 
rests, and  those  almost  entirely  were  drunks. 


PUBLIC  CONVENIENCES  AND 
IMPROVEMENTS 

Watseka  is  on  the  Chicago  &  Illinois  Central  and 
the  Topeka,  Peoria  &  Western  Railroad — or,  as  the 
natives  would  say,  the  "Teapot." 

There  are  24  trains  entering  the  town  daily. 

The  water  is  pumped  from  artesian  wells  into  a 
standpipe  110  feet  high,  and  is  distributed  to  85%  of 
the  homes  in  the  town. 

The  town  also  has  a  sewer  system  and  electricity 
— day  and  night  service.  500  of  the  800  families  in 
Watseka  have  their  houses  wired  for  electricity;  590 
have  residential  telephones;  and  123  have  commercial 
telephones. 

Practically  all  the  streets  are  macadamized. 

There  are  92  automobiles  in  the  town  proper,  and 
approximately  150  in  all,  taking  in  the  R.  F.  D. 
routes  within  a  radius  of  seven  miles  from  the  center 

[   5    ] 


W  A  T  S  E  K  A      ILL. 


THE    IROQUOIS    HOTEL 

more  anon)  is  appointed  by  the  Mayor  and  draws  a 
salary  of  $900  per  year. 

Local  polities  are  non-partisan,  and  the  Mayor  is 
invariably  selected  for  his  character  as  a  citizen  from 
the  standpoint  of  fitness  and  efficiency,  length  of 
citizenship,  etc.,  and  no  one  of  the  bar  sinister  has 
gotten  l)y  as  Mayor  in  this  burg  for  a  great  many 
years. 

The  town  has  been  dry  since  May,  1903,  and  no 
liquors  are  sold  lawfully — the  only  exception  being 
when  the  occasional  stranger  from  a  nearby  town 

[   4   ] 


W  A  T  S  E  K  A      ILL. 

boot-legs  the  sale  of  redeye  in  a  basement  or  an  alley. 
There  hasn't  been  a  murder  or  a  robbery  in  the 
town  for  years,  and  in  1913  there  were  but  90  ar- 
rests, and  those  almost  entirely  were  drunks. 


PUBLIC  CONVENIENCES  AND 
IMPROVEMENTS 

Watseka  is  on  the  Chicago  &  Illinois  Central  and 
the  Topeka,  Peoria  &  Western  Railroad — or,  as  the 
natives  would  say,  the  "Teapot." 

There  are  24  trains  entering  the  town  daily. 

The  water  is  pumped  from  artesian  wells  into  a 
standpipe  110  feet  high,  and  is  distributed  to  85%  of 
the  homes  in  the  town. 

The  town  also  has  a  sewer  system  and  electricity 
— day  and  night  service.  500  of  the  800  families  in 
Watseka  have  their  houses  wired  for  electricity;  590 
have  residential  telephones;  and  123  have  commercial 
telephones. 

Practically  all  the  streets  are  macadamized. 

There  are  92  automobiles  in  the  town  proper,  and 
approximately  150  in  all,  taking  in  the  R.  F.  D. 
routes  within  a  radius  of  seven  miles  from  the  center 

[  r,  ] 


W ATSE  KA      ILL. 
of  the  town.     About  half  of  these  automobiles  are 
Fords,  and  the  balance  are  about  evenly  divided 
among  Maxwells,  Buicks,  Metzs  and  Overlands. 

PUBLIC  INSTITUTIONS 

The  Superintendent  of  Schools  gave  us  the  infor- 
mation that  Watseka  has  three  schools  besides  a 
High  School,  accommodating  5^5  school  children  in 
all.  There  are  approximately  200  children  under 
the  school  age— six  years. 

The  town  has  a  library,  a  hospital,  six  churches, 
three  national  banks,  two  moving  picture  houses, 
two  weekly  newspapers  (the  Watseka  Republican 
and  the  Times-Democrat),  and  one  club  with  a  re- 
stricted membership  which  is  a  badge  of  social  dis- 
tinction in  the  town. 

An  interesting  thing  about  Iroquois  County,  in 
which  Watseka  is  located,  is  that  every  blind  per- 
son is  pensioned. 

MERCHANTS 

The  merchants  of  Watseka  are  alive  and  banded  to- 
gether for  mutual  protection— there  being  only  one 
cut-rate  store  in  the  place. 


WATSEKA      ILL. 

Retail  business  is  as  follows: 
8  Grocery  stores 

3  Meat  markets 

4  Dry  goods  stores 

2  General  stores 

3  Drug  stores 

3  Hardware  stores 
2  Jewelry  stores 
2  Furniture  stores 
2  Feed  stores 
2  Clothing  stores 
'  2  Lumber  and  coal  merchants 

1  Shoe  store 
1  Baker 
1  Piano  store 
1  Book  store 

1  Toy  store 

2  Moving  Picture  houses 

3  Automobile  dealers 

The  volume  of  retail  business  done  in  a  year  in 
different  lines  was  roughly  estimated  by  some  of  the 
merchants  visited.  It  runs:  groceries,  $250,000;  dry 
goods,  $185,000;  hardware,  including  all  side  lines, 
$100,000;  drugs,  $60,000.  The  estimates  are  dif- 
ferent as  most  of  the  retail  stores  carry  side  lines 
which  in  the  cities  would  be  sold  in  separate  stores. 


[   6   ] 


[   7  ] 


M«te 


II 


WATSEKA      ILL 


SANDIFORD.     "THE    BUSY    GROCER' 

J.  A.  SANDIFORD :  "THE  BUSY  GROCER" 

J.  A.  Sandiford  is  without  doubt  the  leading  grocer 
of  the  town  from  the  standpoint  of  abihty  and  pro- 
gressiveness.  He  is  about  forty  years  old  and  came 
to  Watseka  two  years  ago,  purchasing  a  business 
that  had  been  straggHng  along  for  a  number  of  years. 
Sandiford  believed  that  all  commercial  success  was 
based  upon  SERVICE,  and  he  thought  that  there 
was  room  for  another  grocer  in  Watseka,  regardless 

[    8   ] 


WATSEKA      ILL. 

of  how  many  the  town  had  supported,  if  he  could 
give  an  individual  touch  of  service  that  the  others 
lacked.  He  has  done  no  local  newspaper  advertis- 
ing, but  he  calls  his  customers  up  on  the  telephone 
when  new  goods  come  in  and  asks  them  if  they  are 
not  in  the  market  to  buy  something  which  he  can 
conscientiously  recommend.  He  never  talks  price, 
but  endeavors  to  show  the  satisfaction  which  comes 
from  eating  quality  goods  made  in  clean  factories 
and  sold  at  a  good  living  profit. 

He  has  put  in  stock  practically  the  entire  Beech- 
nut and  Heinz  lines  of  bottled  and  canned  goods, 
and  while  these  companies  have  not  given  him  pro- 
tection in  the  town  so  far  as  making  him  their  sole 
agent  is  concerned,  he  is  today  selling  their  goods 
which  cost  him  $2.30  and  $2.35  a  dozen  at  35  cents 
retail. 

As  he  says,  he  has  laid  himself  wide  open  for  cut- 
throat competition,  but  it  was  a  question  of  whether 
he  used  the  lines  at  18%  profit  when  it  cost  him 
25%  to  do  business,  or  whether  he  got  a  fair  margin, 
and  took  the  chance. 

Mr.  Sandiford  said  that  Jello  was  a  big  seller, 
although  Tryphosa,  a  powdered  gelatine  made  by 

9   ] 


W  A  T  S  E  K  A      ILL. 


S  A  N  I)  I  F  ()  R  I) ,     "  T  H  K    BUSY    GROCER' 

J.  A.  SANDIFORD :  'THE  BUSY  GROCER" 

J.  A.  Sandiford  is  without  doubt  the  leading  grocer 
of  the  town  from  the  standpoint  of  abiHty  and  pro- 
gressiveness.  He  is  about  forty  years  old  and  came 
to  Watseka  two  years  ago,  purchasing  a  business 
that  had  been  straggling  along  for  a  number  of  years. 
Sandiford  believed  that  all  commercial  success  was 
based  upon  SERVICE,  and  he  thought  that  there 
was  room  for  another  grocer  in  Watseka,  regardless 

[    8    ] 


WATSEKA      ILL. 

of  how  many  the  town  had  supported,  if  he  could 
give  an  individual  touch  of  service  that  the  others 
lacked.  He  has  done  no  local  newspaper  advertis- 
ing, but  he  calls  his  customers  up  on  the  telephone 
when  new  goods  come  in  and  asks  them  if  they  are 
not  in  the  market  to  Iniy  something  which  he  can 
conscientiously  recommend.  He  never  talks  price, 
but  endeavors  to  show  the  satisfaction  which  comes 
from  eating  quahty  goods  made  in  clean  factories 
and  sold  at  a  good  living  profit. 

He  has  put  in  stock  practically  the  entire  Beech- 
nut and  Heinz  lines  of  bottled  and  canned  goods, 
and  while  these  companies  have  not  given  him  pro- 
tection in  the  town  so  far  as  making  him  their  sole 
agent  is  concerned,  he  is  today  selling  their  goods 
which  cost  him  $2.30  and  $2.35  a  dozen  at  35  cents 
retail. 

As  he  says,  he  has  laid  himself  wide  open  for  cut- 
throat competition,  but  it  was  a  question  of  whether 
he  used  the  lines  at  18%  profit  when  it  cost  him 
25%  to  do  business,  or  whether  he  got  a  fair  margin, 
and  took  the  chance. 

Mr.  Sandiford  said  that  Jello  was  a  big  seller, 
although  Tryphosa,  a  powdered  gelatine  made  by 

9   ] 


i 


11 


li 


WATSEKA      ILL. 

E.  C.  Rich,  of  New  York,  was  coming  along  fast. 
It  contained,  he  said,  some  particularly  pleasant 
flavor  which  was  making  it  popular. 

Last  Fall  Mr.  Sandiford  had  an  idea  that  by  de- 
livering goods  to  some  of  the  more  remote  R.  F.  D. 
routes  he  could  build  up  quite  a  trade  from  the  farm- 
ing element,  who  he  knew  had  plenty  of  money. 
He  saw  an  advertisement  in  the  Dry  Goods  Econo- 
mist  of  a  man  who  wished  to  sell  a  Ford  delivery 
automobile  which  had  been  used  for  a  short  time. 
The  man  wanted  $400,  but  Sandiford  waited  a  suf- 
ficient length  of  time  after  the  advertisement  came 
out  and  then  offered  $325  for  it — which  was  accept- 
ed. Since  that  time  he  has  started  four  new  cus- 
tomers on  the  R.  F.  D's,  who  have  bought  over 
$1,400  worth  of  goods,  which  he  thinks  has  paid  for 
the  automobile — ^not  to  mention  the  greater  facility 
in  handling  his  town  trade  with  quicker  deliveries. 

Mr.  Sandiford  gets  up  in  the  morning  at  four  or 
five  o'clock  and  delivers  berries  and  fruit  before 
breakfast  or  at  any  other  unusual  time  to  accom- 
modate customers  whom  he  thinks  will  appreciate 
this  service. 

He  believes  absolutely  in  advertised  lines,  but  does 

[   10  ] 


WATSEKA      ILL. 

not  want  the  manufacturer  to  fix  the  selling  price, 
because  he  thinks  he  is  salesman  enough  to  get  the 
percentage  necessary  to  live. 

Sandiford  has  increased  his  business  100%  since 
he  bought  the  store,  and  he  has  been  greatly  aided 
in  this  development  through  the  assistance  of  his 
wife,  who  has  kept  his  books  for  him. 


DICK'S    JEWELRY    AND    OPTICAL    STORE 


[  11  1 


WATSEKA      ILL. 

E.  C.  Rich,  of  New  York,  was  coming  along  fast. 
It  contained,  he  said,  some  particularly  pleasant 
flavor  which  was  making  it  popular. 

Last  Fall  Mr.  Sandiford  had  an  idea  that  by  de- 
livering goods  to  some  of  the  more  remote  R.  F.  D. 
routes  he  could  build  up  quite  a  trade  from  the  farm- 
ing element,  who  he  knew  had  plenty  of  money. 
He  saw  an  advertisement  in  the  Dry  Goods  Econo- 
mist of  a  man  who  wished  to  sell  a  Ford  delivery 
automobile  which  had  been  used  for  a  short  time. 
The  man  wanted  $400,  but  Sandiford  waited  a  suf- 
ficient length  of  time  after  the  advertisement  came 
out  and  then  offered  $325  for  it — which  was  accept- 
ed. Since  that  time  he  has  started  four  new  cus- 
tomers on  the  R.  F.  D's,  who  have  bought  over 
$1,400  worth  of  goods,  which  he  thinks  has  paid  for 
the  automobile — not  to  mention  the  greater  facility 
in  handling  his  town  trade  with  quicker  deliveries. 

Mr.  Sandiford  gets  up  in  the  morning  at  four  or 
five  o'clock  and  delivers  berries  and  fruit  before 
breakfast  or  at  any  other  unusual  time  to  accom- 
modate customers  whom  he  thinks  will  appreciate 
this  service. 

He  believes  absolutely  in  advertised  lines,  but  does 

[    10   ] 


WATSEKA      ILL. 

not  want  the  manufacturer  to  fix  the  selling  price, 
because  he  thinks  he  is  salesman  enough  to  get  the 
percentage  necessary  to  live. 

Sandiford  has  increased  his  business  100%  since 
he  bought  the  store,  and  he  has  been  greatly  aided 
in  this  development  through  the  assistance  of  his 
wife,  who  has  kept  his  books  for  him. 


DICK'S    J  E  \V  K  L  R  Y    A  N  1)    ()  P  T  I  C  A  L    S  T  ()  R  E 


[  11  I 


W ATSEKA      ILL. 


! 


TALIAFERRO'S    CASH    GROCERY 

TALIAFERRO:  CASH  GROCERY 

Mr.  Taliaferro  has  been  in  the  newspaper  busi- 
ness and  has  kept  a  general  store  for  the  last  16  years. 
The  specializing  movement  in  all  lines,  however,  got 
too  strong  for  him  to  resist,  and  he  graduated  last 
year  to  the  proud  distinction  of  running  the  only 
cut-rate  store  in  the  town. 

He  uses  the  coupon  selling  system,  putting  out 
books  for  $5.00,  $10.00,  $15.00  and  $20.00  to  his 
customers,  giving  them  2%  interest  on  their  money 
when  they  pay  for  their  books  in  advance.     He  de- 

[    12   ] 


WATSEKA      ILL. 

livers  his  goods,  and  uses  the  telephone  exclusively 
in  soliciting  business. 

Mr.  TaUaferro  believes  in  advertising,  but  cashes 
in  on  its  reputation  to  cut  his  prices,  and  he  is  canny 
enough  to  admit  that  he  gets  a  larger  profit  when 
there  is  no  competition  on  the  article.  For  instance, 
he  sells  Dromedary  Dates  in  the  winter  at  ten  cents 
per  pound,  and  puts  the  same  dates  in  the  ice  chest 
in  the  summer  time  and  gets  fifteen  cents  per  pound 
for  them. 

THE  CYRUS  HARDWARE  COMPANY 

Mr.  Cyrus  is  a  clean-cut  man  about  forty  years  old 
— Si  college  graduate.  He  taught  in  the  High  School 
for  a  few  years,  but  told  me  that  life  was  not  fast 
enough,  so  he  thought  he  would  utilize  his  education 
in  selling  good  merchandise.  Without  any  exper- 
ience he  started  a  hardware  business. 

He  is  very  much  interested  in  handling  lines  which 
give  him  an  exclusive  agency  for  the  town,  and  will 
discard  at  any  time  any  line  where  he  is  not  given 
this  protection,  if  he  can  do  so  without  injury  to 
himself. 

Mr.  Cyrus  believes  in  advertised  goods  because  of 

[    13   ] 


W  A  T  S  E  K  A      ILL 


TALIAFERRO'S    CASH    (',  R  O  C  E  R  Y 

TALIAFERRO:  CASH  GROCERY 

Mr.  Taliaferro  has  been  in  the  newspaper  busi- 
ness and  has  kept  a  general  store  for  the  last  16  years. 
The  specializing  movement  in  all  lines,  however,  got 
too  strong  for  him  to  resist,  and  he  graduated  last 
year  to  the  proud  distinction  of  running  the  only 
cut-rate  store  in  the  town. 

He  uses  the  coupon  selling  system,  putting  out 
books  for  $5.00,  $10.00,  $15.00  and  $20.00  to  his 
customers,  giving  them  2%  interest  on  their  money 
when  they  pay  for  their  books  in  advance.     He  de- 

[    1^2    ] 


WATSEKA      ILL. 

livers  his  goods,  and  uses  the  telephone  exclusively 
in  soliciting  business. 

Mr.  TaUaferro  believes  in  advertising,  but  cashes 
in  on  its  reputation  to  cut  his  prices,  and  he  is  canny 
enough  to  admit  that  he  gets  a  larger  profit  when 
there  is  no  competition  on  the  article.  For  instance, 
he  sells  Dromedary  Dates  in  the  winter  at  ten  cents 
per  pound,  and  puts  the  same  dates  in  the  ice  chest 
in  the  summer  time  and  gets  fifteen  cents  per  pound 
for  them. 

THE  CYRUS  HARDWARE  COMPANY 

Mr.  Cyrus  is  a  clean-cut  man  about  forty  years  old 
— ^a  college  graduate.  He  taught  in  the  High  School 
for  a  few  years,  but  told  me  that  life  was  not  fast 
enough,  so  he  thought  he  would  utilize  his  education 
in  selling  good  merchandise.  Without  any  exper- 
ience he  started  a  hardware  business. 

He  is  very  much  interested  in  handling  lines  which 
give  him  an  exclusive  agency  for  the  town,  and  will 
discard  at  any  time  any  line  where  he  is  not  given 
this  protection,  if  he  can  do  so  without  injury  to 
himself. 

Mr.  Cyrus  believes  in  advertised  goods  because  of 

[    13   ] 


, 


i 


WATSEKA      ILL 


CYRUS    HARDWARE    STORE 

the  strong  consumer  influence  he  can  feel  after  the 
advertising  in  the  magazines,  but  he  deprecates  any 
manufacturer  trying  to  force  him  to  do  business  on 
less  than  25%  of  the  selling  price.  He  says  that  the 
quick  turn-over,  so  often  quoted  by  the  live  wire 
advertising  man,  does  not  exist  in  the  small  town  on 
account  of  the  fact  that  his  and  every  other  mer- 
chant's trade  is  limited,  and  he  does  not  get  a  chance 
to  work  hours  enough  in  the  day  on  account  of  the 
lack  of  customers  in  his  line. 

[    14    ] 


E.  B.  ELDER:  DRUGS,  TALKING  MACHINES 

AND  CAMERAS 

Mr.  Elder  has  been  in  business  for  19  years.  He 
carries  a  very  complete  line  of  drugs,  and  is  a  first- 
class  type  of  country  merchant.  He  states  that  he 
is  glad  to  handle  advertised  lines,  provided  there  is 
some  demand  created  for  them.  He  buys  practically 
all  his  goods  from  jobbers,  but  occasionally  some 
manufacturer's  salesman  comes  along  and  tries  some 
strong-arm  methods  that  are  not  popular.  He  says 
that  the  jobber  has  a  way  of  holding  up  the  dealer 
and  then  forgetting  to  come  through  with  the  ad- 
vertising. This  leaves  the  goods  on  his  shelves  and 
a  bad  taste  in  his  mouth. 

Mr.  Elder  has  the  agency  for  Edison  and  Victor 
Talking  Machines.  He  says  that  Edison  has  the 
call  on  the  R.  F.  D.  routes,  but  is  losing  distribution 
rapidly  on  account  of  not  advertising  new  records, 
and  the  farmers  are  getting  sick  of  playing  the  old 
ones.  The  sale  of  Victors  is  increasing  greatly  in 
the  town,  the  sale  being  particularly  on  the  $25.00 
machines,  the  $15.00  machine  not  being  featured  be- 
cause the  results  are  not  satisfactory  nor  the  dealer's 
profit  sufficient. 

[    15    ] 


W  A  T  S  E  K  A      ILL 


(  .  i.:\j^  H  4  ^    'H^h\  'i' 


(^KU'>IU 


«     I     I  \,. 


CYRUS    HARDWARE    STORE 

the  strong  consumer  influence  he  can  feel  after  the 
advertising  in  the  magazines,  but  he  deprecates  any 
manufacturer  trying  to  force  him  to  do  business  on 
less  than  25%  of  the  selhng  price.  He  says  that  the 
quick  turn-over,  so  often  quoted  by  the  Hve  wire 
advertising  man,  does  not  exist  in  the  small  town  on 
account  of  the  fact  that  his  and  every  other  mer- 
chant's trade  is  limited,  and  he  does  not  get  a  chance 
to  work  hours  enough  in  the  day  on  account  of  the 
lack  of  customers  in  his  line. 

[    14    ] 


E.  B.  ELDER:  DRUGS,  TALKING  MACHINES 

AND  CAMERAS 

Mr.  Elder  has  been  in  business  for  19  years.  He 
carries  a  very  complete  line  of  drugs,  and  is  a  first- 
class  type  of  country  merchant.  He  states  that  he 
is  glad  to  handle  advertised  lines,  provided  there  is 
some  demand  created  for  them.  He  buys  practically 
all  his  goods  from  jobbers,  but  occasionally  some 
manufacturer's  salesman  comes  along  and  tries  some 
strong-arm  methods  that  are  not  popular.  He  says 
that  the  jobber  has  a  way  of  holding  up  the  dealer 
and  then  forgetting  to  come  through  with  the  ad- 
vertising. This  leaves  the  goods  on  his  shelves  and 
a  bad  taste  in  his  mouth. 

Mr.  Elder  has  the  agency  for  Edison  and  Victor 
Talking  Machines.  He  says  that  Edison  has  the 
call  on  the  R.  F.  D.  routes,  but  is  losing  distribution 
rapidly  on  account  of  not  advertising  new  records, 
and  the  farmers  are  getting  sick  of  playing  the  old 
ones.  The  sale  of  Victors  is  increasing  greatly  in 
the  town,  the  sale  being  particularly  on  the  $'25.00 
machines,  the  $15.00  machine  not  being  featured  be- 
cause the  results  are  not  satisfactory  nor  the  dealer's 
profit  sufficient. 

[    15    ] 


\ 


II 


n 


> 


WATSEKA      ILL. 

Mr.  Elder  said  that  magazine  advertising  had 
helped  the  sale  of  tooth  paste  over  tooth  powder. 
Colgate's  lines  selling  well. 

He  said  the  Kodak  business  so  far  this  year  was 
$200  larger  than  in  1913.  Girls,  he  added,  were 
rather  more  frequent  buyers  than  boys. 

I  had  a  long  talk  with  his  rival,  Mr.  Blake. 

Mr.  Blake  is  opposed  to  advertised  goods,  as  the 
handling  of  them  forces  him  to  keep  an  enormous 
stock  on  hand,  consisting  of  many  different  varieties 
of  the  same  articles  and  allows  him  only  a  small 
profit  on  each  one  instead  of  a  larger  profit  on  a 
limited  number.  He  complained  about  his  treat- 
ment at  the  hands  of  jobbers  and  some  manufactur- 
ers who  sell  to  firms  like  Sears-Roebuck  and  Mont- 
gomery Ward  at  prices  that  enable  them  to  under- 
sell him,  who  has  to  buy  through  a  jobber. 

He  complained  also  of  the  ethics  of  some  of  the 
firms  whose  salesmen  are  instructed  to  try  to  get 
contracts  for  larger  orders  than  the  retailer  can  con- 
veniently dispose  of.  They  oflFer  a  further  discount 
of,  say,  20%,  which  they  call  the  wholesalers'  rate. 
It  is  in  reality  a  trifle  higher;  but  the  retailer,  who 
buys  without  a  contract,  must  pay  more  for  the  same 

[    16   ] 


WATSEKA      ILL. 


ELDER'S    DRUG    STORE 

goods,  and  if  his  competitor  cuts  prices,  by  virtue  of 
the  lower  buying  price,  he  is  forced  to  handle  the 
goods  with  practically  no  profit  at  all.  Mr.  Blake 
said  that  Parke-Davis  of  Detroit,  and  Wyeth  of 
Philadelphia,  both  practiced  this  policy.  Lilly,  how- 
ever, had  one  price  to  the  retailer,  and  in  consequence 
was  very  popular  and  was  doing  an  enormous  busi- 
ness.   The  jobbers,  when  an  order  for  drugs  did  not 

[    17   ] 


/ 


M 


W  A  T  S  E  K  A      ILL. 

Mr.  Elder  said  that  magazine  advertising  had 
helped  the  sale  of  tooth  paste  over  tooth  powder. 
Colgate's  lines  selling  well. 

He  said  the  Kodak  business  so  far  this  year  was 
$200  larger  than  in  1913.  Girls,  he  added,  were 
rather  more  frequent  buyers  than  boys. 

I  had  a  long  talk  with  his  rival,  Mr.  Blake. 

Mr.  Blake  is  opposed  to  advertised  goods,  as  the 
handling  of  them  forces  him  to  keep  an  enormous 
stock  on  hand,  consisting  of  many  different  varieties 
of  the  same  articles  and  allows  him  only  a  small 
profit  on  each  one  instead  of  a  larger  profit  on  a 
limited  number.  He  complained  about  his  treat- 
ment at  the  hands  of  jobbers  and  some  manufactur- 
ers who  sell  to  firms  like  Sears-Roebuck  and  Mont- 
gomery Ward  at  prices  that  enable  them  to  under- 
sell him,  who  has  to  buy  through  a  jobber. 

He  complained  also  of  the  ethics  of  some  of  the 
firms  whose  salesmen  are  instructed  to  try  to  get 
contracts  for  larger  orders  than  the  retailer  can  con- 
veniently dispose  of.  They  offer  a  further  discount 
of,  say,  20%,  which  they  call  the  wholesalers'  rate. 
It  is  in  reality  a  trifle  higher;  but  the  retailer,  who 
buys  without  a  contract,  must  pay  more  for  the  same 

[    16    ] 


W  A  T  S  E  K  A      ILL. 


ELDERS    DRUG    STORE 


goods,  and  if  his  competitor  cuts  prices,  })v  virtue  of 
the  lower  buying  price,  he  is  forced  to  handle  the 
goods  with  practically  no  profit  at  all.  Mr.  Blake 
said  that  Parke-Davis  of  Detroit,  and  Wyeth  of 
Philadelphia,  both  practiced  this  policy.  Lilly,  how- 
ever, had  one  price  to  the  retailer,  and  in  consequence 
was  very  popular  and  was  doing  an  enormous  busi- 
ness.   The  jobbers,  when  an  order  for  drugs  did  not 

[    17    ] 


/ 


II 


W ATSE  K A      ILL. 


BLAKE'S    DRUG    SHOP 


specify  any  particular  kind,  invariably  sent  Lilly's, 
because  they,  like  the  retailers,  were  protected  by 
the  manufacturers. 

One  of  Mr.  Blake's  observations  was  that  China- 
mel  was  favored  over  Jap-a-Lac,  because  its  quality 
was  superior.  He  ventured  to  say  that  Chinamel 
held  its  buyers,  whereas  Jap-a-Lac  through  its  ad- 
vertising sold  many  cans  to  new  buyers,  but  did  not 
repeat. 

[    18   ] 


JULIUS  SAPIRO:  DRY  GOODS 

Mr.  Sapiro  is  the  town's  leading  merchant.  He  is 
a  Hebrew,  and  came  to  Watseka  about  22  years  ago 
with  a  couple  of  paste-board  trunks.  He  now  carries 
a  $30,000  stock  and  does  a  $75,000  business.  He 
gives  to  the  consumer  a  personal  money-back  guar- 
antee on  everything  that  he  sells.  He  stands  ace 
high  in  the  community  on  his  character,  and  his 
business  judgment  is  sought  by  many  of  the  other 
dealers. 

Mr.  Sapiro  believes  in  advertised  lines,  because  he 


SAIMRO'S     DRY    GOODS    STORE 


[  10  ] 


/ 


W  A  T  S  E  K  A      ILL. 


BLAKE'S    DRUG    SHOP 


specify  any  particular  kind,  invariably  sent  Lilly's, 
because  they,  like  the  retailers,  were  protected  by 
the  manufacturers. 

One  of  Mr.  Blake's  observations  was  that  China- 
mel  was  favored  over  Jap-a-Lac,  because  its  quality 
was  superior.  He  ventured  to  say  that  Chinamel 
held  its  buyers,  whereas  Jap-a-Lac  through  its  ad- 
vertising sold  many  cans  to  new  buyers,  but  did  not 
repeat. 

I    18   1 


JULIUS  SAPIRO:  DRY  GOODS 

Mr.  Sapiro  is  the  town's  leading  merchant.  He  is 
a  Hebrew,  and  came  to  Watseka  about  22  years  ago 
with  a  couple  of  paste-board  trunks.  He  now  carries 
a  $30,000  stock  and  does  a  $75,000  business.  He 
gives  to  the  consumer  a  personal  money -back  guar- 
antee on  everything  that  he  sells.  He  stands  ace 
high  in  the  community  on  his  character,  and  his 
business  judgment  is  sought  by  many  of  the  other 
dealers. 

Mr.  Sapiro  believes  in  advertised  lines,  because  he 


S  A  IM  R  O  "  S    DRY    GOODS    STORE 


[    19   ] 


}\ 


i 


I! 


WATSEKA      ILL. 

says  that  they  make  his  work  easier  in  selUng,  but 
he  does  not  buy  a  Hne  just  because  it  is  advertised. 

Mr.  Sapiro  told  me  that  the  small-town  women 
followed  the  fashions  closely  and  demanded  a  high 
standard  of  quality. 

He  has  had  the  Hart,  Schaflner  &  Marx  line  for 
15  years,  and  Lord  &  Taylor's  for  22  years. 


L.  B.  SEGUR:  FURNITURE 

I  WAS  attracted  to  Mr.  Segur's  store  by  an  exhibi- 
tion of  Hong-Kong  grass  chairs.  On  introducing  my- 
self to  Mr.  Segur,  I  found  that  he  had  quite  a  large 
stock  of  these  chairs,  which  ranged  in  price  from 
$7.50  to  $35.00. 

Mr.  Segur  is  a  good  live  citizen. 

He  carries  a  stock  of  approximately  $20,000,  in- 
cluding Herscheim  Furniture,  the  Hoosier  Kitchen 
Cabinet  line,  and  the  Macey  filing  cabinets. 

He  is  keen  for  advertised  goods,  because  he  has 
noticed  the  action  and  interest  that  they  arouse 
among  his  customers.  He  has  a  strong  objection  to 
the  narrow  margin  of  profit  which  many  of  the  ad- 
vertised lines  give  him — usually  25%  or  less  on  the 

[   20  ] 


WATSEKA      ILL. 


SEGUR'SFURN  ITU  RE    STORE 

selling  price.  This  does  not  give  him  margin  enough 
to  get  by,  and  he  has  to  give  credit  on  three-fourths 
of  his  business  for  from  three  months  to  one  year's 
time  in  order  to  expand.  He  thinks  he  should  have 
at  least  35%  on  the  selling  price  in  order  to  make  it 
an  object  for  him  to  handle  the  line. 

His  selling  policy  has  been  to  guarantee  every  sale. 
He  has  built  his  business  on  the  confidence  of  the 
purchaser  and  makes  everything  right  whether  the 
customer  is  reasonable  in  his  demands  or  not. 

He  has  thrown  out  one  mattress  line  on  account  of 

[   21    ] 


A 


WATSEKA      ILL. 

says  that  they  make  his  work  easier  in  selHng,  but 
he  does  not  buy  a  Hue  just  because  it  is  advertised. 

Mr.  Sapiro  told  me  that  the  small-town  women 
followed  the  fashions  closely  and  demanded  a  high 
standard  of  quality. 

He  has  had  the  Hart,  Schaffner  &  Marx  line  for 
15  years,  and  Lord  &  Taylor's  for  22  years. 


L.  B.  SEGUR:  FURNITURE 

I  WAS  attracted  to  Mr.  Segur's  store  by  an  exhibi- 
tion of  Hong-Kong  grass  chairs.  On  introducing  my- 
self to  Mr.  Segur,  I  found  that  he  had  quite  a  large 
stock  of  these  chairs,  which  ranged  in  price  from 
$7.50  to  $35.00. 

Mr.  Segur  is  a  good  live  citizen. 

He  carries  a  stock  of  approximately  $20,000,  in- 
cluding Herscheim  Furniture,  the  Hoosier  Kitchen 
Cabinet  line,  and  the  Macey  filing  cabinets. 

He  is  keen  for  advertised  goods,  because  he  has 
noticed  the  action  and  interest  that  they  arouse 
among  his  customers.  He  has  a  strong  objection  to 
the  narrow  margin  of  profit  which  many  of  the  ad- 
vertised lines  give  him — usually  25%  or  less  on  the 

[    20   ] 


WATSEKA      ILL. 


SEGUR'S    FURNITURE    STORE 

selling  price.  This  does  not  give  him  margin  enough 
to  get  by,  and  he  has  to  give  credit  on  three-fourths 
of  his  business  for  from  three  months  to  one  year's 
time  in  order  to  expand.  He  thinks  he  should  have 
at  least  35%  on  the  selling  price  in  order  to  make  it 
an  object  for  him  to  handle  the  line. 

His  selling  policy  has  been  to  guarantee  every  sale. 
He  has  built  his  business  on  the  confidence  of  the 
purchaser  and  makes  everything  right  whether  the 
customer  is  reasonable  in  his  demands  or  not. 

He  has  thrown  out  one  mattress  line  on  account  of 

[  ^1   1 


l^n 


ii 


i^ 


W ATSEKA      ILL. 


UPSALL'S    JEWELRY    STORE 

the  extravagant  claims  in  its  advertising,  stating 
that  it  was  impossible  for  him  to  back  it  up,  and  he 
is  therefore  using  lines  which  cost  him  less  money 
and  sell  for  more,  but  which  he  thinks  have  a  larger 
measure  of  relative  and  intrinsic  value. 


JOSEPH  FANYO:  FORD  DEALER 

Mr.  Fanyo  informed  us  that  during  1912  he  sold  30 
Fords  to  people  in  Watseka  and  the  outlying  dis- 
tricts;  35  in  1913;   and  40  in  1914  thus  far. 

On  questioning  Mr.  Fanyo  as  to  the  buying  im- 

[  ^2   ] 


) 


^ 


WATSEKA      ILL 


HOGLES    TOY    STORE 


pulse  for  the  individual  sale,  he  said  he  thought  the 
Fords  were  usually  bought  by  the  man  to  please  his 
wife  and  children,  to  gratify  their  desire  for  speedier 
riding  than  they  could  get  with  a  horse  and  carriage, 
and  also  to  give  them  an  opportunity  to  come  into 
town  to  shop. 

Mr.  Fanyo  said  that  practically  every  farmer  in 
this  vicinity  who  owned  his  farm  also  owned  a 
machine. 


[   23   ] 


WATSEKA      ILL. 


U  P  S  A  L  L  •  S    JEWELRY    STORE 

the  extravagant  claims  in  its  advertising,  stating 
that  it  was  impossible  for  him  to  back  it  up,  and  he 
is  therefore  using  lines  which  cost  him  less  money 
and  sell  for  more,  but  which  he  thinks  have  a  larger 
measure  of  relative  and  intrinsic  value. 


JOSEPH  FANYO:  FORD  DEALER 

Mr.  Fanyo  informed  us  that  during  1912  he  sold  30 
Fords  to  people  in  Watseka  and  the  outlying  dis- 
tricts;  35  in  1913;   and  40  in  1914  thus  far. 

On  questioning  Mr.  Fanyo  as  to  the  buying  im- 

[  ^2   ] 


WATSEKA      ILL 


11 


HOGLES    TOY    STORE 


pulse  for  the  individual  sale,  he  said  he  thought  the 
Fords  were  usually  bought  by  the  man  to  please  his 
wife  and  children,  to  gratify  their  desire  for  speedier 
riding  than  they  could  get  with  a  horse  and  carriage, 
and  also  to  give  them  an  opportunity  to  come  into 
town  to  shop. 

Mr.  Fanyo  said  that  practically  every  farmer  in 
this  vicinity  who  owned  his  farm  also  owned  a 
machine. 


[   23   ] 


WATSEKA      ILL 


•THE    MOVIES 


STAR  MOVING  PICTURE  THEATRE 

The  Star  Moving  Picture  Theatre,  which  runs 
throughout  the  year,  is  owned  by  Charles  Eastman, 
an  R.  F.  D.  carrier.  A  conversation  with  Mr.  East- 
man disclosed  the  fact  that  the  best  people  attend 
this  theatre,  prices  being  five  and  ten  cents.  It  runs 
six  nights  in  the  week  and  Saturday  matinee.  He 
told  me  that  a  number  of  people  are  trying  to  buy 
his  theatre,  but  inasmuch  as  he  is  cleaning  up  $100 
a  month,  he  thinks  he  will  wait  a  while,  as  the  prices 
offered  up  to  date  are  not  sufficient. 

[    24   ] 


WATSEKA      ILL. 

An  inquiry  as  to  the  films  which  develop  the  most 
interest  shows  that  love  stories  are  the  best  pullers 
and  Indian  scenarios  second. 

CLARK  &  LITELL:  RESTAURANT 

At  the  end  of  our  first  day's  investigation  in  Wat- 
seka,  Mr.  Skelton  and  I  dropped  into  Clark  &  Litell's 
Restaurant,  Mr.  Litell's  wife  being  a  Woman's  World 
subscriber.  We  asked  for  a  Welch  Grape  Juice  high- 
ball, having  the  interests  of  a  good  advertiser  at 
heart.  The  clerk  offered  us  the  Royal  Purple  Grape 
Juice — ^an  unadvertised  line^but  there  was  nothing 
doing.  It  is  possible  that  they  tried  to  sell  us  the 
Hungerford  Smith  brand  because  the  proprietor  had 
not  seen  the  Welch  advertising  in  Woman's  World. 


[   25   ] 


I 


i 


H 


W  A  T  S  E  K  A      I  L  L  . 


THE    MOVIES 


STAR  MOVING  PICTURE  THEATRE 

The  Star  Moving  Picture  Theatre,  which  runs 
throughout  the  year,  is  owned  by  Charles  Eastman, 
an  R.  F.  D.  carrier.  A  conversation  with  Mr.  East- 
man disclosed  the  fact  that  the  best  people  attend 
this  theatre,  prices  being  five  and  ten  cents.  It  runs 
six  nights  in  the  week  and  Saturday  matinee.  He 
told  me  that  a  number  of  people  are  trying  to  buy 
his  theatre,  but  inasmuch  as  he  is  cleaning  up  $100 
a  month,  he  thinks  he  will  wait  a  while,  as  the  prices 
offered  up  to  date  are  not  sufficient. 

[    24    ] 


W  A  T  S  E  K  A      ILL. 

An  inquiry  as  to  the  films  which  develop  the  most 
interest  shows  that  love  stories  are  the  best  pullers 
and  Indian  scenarios  second. 

CLARK  &  LITELL:  RESTAURANT 

At  the  end  of  our  first  day's  investigation  in  Wat- 
seka,  Mr.  Skelton  and  I  dropped  into  Clark  &  Litell's 
Restaurant,  Mr.  Litell's  wife  being  a  Woman's  World 
subscriber.  We  asked  for  a  Welch  Grape  Juice  high- 
ball, having  the  interests  of  a  good  advertiser  at 
heart.  The  clerk  offered  us  the  Royal  Purple  Grape 
Juice — an  unadvertised  line — ^but  there  was  nothing 
doing.  It  is  possible  that  they  tried  to  sell  us  the 
Hungerford  Smith  brand  because  the  proprietor  had 
not  seen  the  Welch  advertising  in  Woman's  World. 


[    25   ] 


SUBSCRIBERS 


WHAT  THEY  READ 

In  interviewing  many  of  Woman's  World  subscrib- 
ers in  Watseka  and  the  R.  F.  D.  routes  adjoining, 
we  found  that  most  of  the  people  on  the  farms 
take  about  four  magazines,  and  that  they  usually 
buy  them  in  clubbing  combinations. 

We  found  that  the  women  are  invariably  desirous 
of  a  paper  which  caters  to  the  reading  interest  of  the 
entire  family — a  book  in  which  clean  fiction  pre- 
dominates and  in  which  they  can  secure  a  lot  of  in- 
formation for  their  own  use  in  the  department  which 
would  help  them  in  their  daily  work  as  housekeepers 
and  mothers.  We  found  that  a  woman  frequently 
had  some  sort  of  fashion  magazine — either  Delinea- 
tar.  Pictorial  Review,  McCalVs  or  the  Ladies'  Home 
Journal — ^frequently  the  Youth's  Companion  specif- 
ically for  the  children. 

We  found  very  little  trace  of  the  standard  maga- 
zines on  the  R.  F.  D.  routes — ^their  sole  sales  (in- 
cluding the  Saturday  Evening  Post)  being  confined 
to  the  town  itself. 

[    26   ] 


- 


WATSEKA      ILL. 

We  found  from  one  to  three  farm  papers  in  each 
home,  but  discovered  that  the  woman  seldom  reads 
a  farm  paper.  In  practically  every  one  of  our  inter- 
views the  woman  did  not  know  the  name  of  the  farm 
papers,  and  had  to  look  over  the  magazines  on  the 
table  to  find  out  what  the  names  were,  remarking 
that  she  was  too  busy  in  keeping  house  and  taking 
care  of  her  children  to  want  to  read  technical  stuflF 
at  the  end  of  her  hard  day's  work. 

In  most  cases  we  found  that  the  housewives  met 
us  with  a  certain  amount  of  suspicion,  but  were 
quickly  reassured  when  we  affirmed  that  we  had 
nothing  to  sell,  but  wanted  to  find  out  what  they 


THE    IROQUOIS    CLUB 


I   27   ] 


SUBSCRIBERS 


WHAT  THEY  READ 

In  interviewing  many  of  Woman's  World  subscrib- 
ers in  Watseka  and  the  R.  F.  D.  routes  adjoining, 
we  found  that  most  of  the  people  on  the  farms 
take  about  four  magazines,  and  that  they  usually 
buy  them  in  clubbing  combinations. 

We  found  that  the  women  are  invariably  desirous 
of  a  paper  which  caters  to  the  reading  interest  of  the 
entire  family — a  book  in  which  clean  fiction  pre- 
dominates and  in  which  they  can  secure  a  lot  of  in- 
formation for  their  own  use  in  the  department  which 
would  help  them  in  their  daily  work  as  housekeepers 
and  mothers.  We  found  that  a  woman  frequently 
had  some  sort  of  fashion  magazine — either  Delinea- 
tar.  Pictorial  Review,  McCalVs  or  the  Ladies*  Home 
Journal — ^frequently  the  Youth's  Companion  specif- 
ically for  the  children. 

We  found  very  little  trace  of  the  standard  maga- 
zines on  the  R.  F.  D.  routes — their  sole  sales  (in- 
cluding the  Saturday  Evening  Post)  being  confined 
to  the  town  itself. 

[    26    ] 


WATSEKA      ILL. 

We  found  from  one  to  three  farm  papers  in  each 
home,  but  discovered  that  the  woman  seldom  reads 
a  farm  paper.  In  practically  every  one  of  our  inter- 
views the  woman  did  not  know  the  name  of  the  farm 
papers,  and  had  to  look  over  the  magazines  on  the 
table  to  find  out  what  the  names  were,  remarking 
that  she  was  too  busy  in  keeping  house  and  taking 
care  of  her  children  to  want  to  read  technical  stuff 
at  the  end  of  her  hard  day's  work. 

In  most  cases  we  found  that  the  housewives  met 
us  with  a  certain  amount  of  suspicion,  but  were 
quickly  reassured  w^hen  we  affirmed  that  we  had 
nothing  to  sell,  but  wanted  to  find  out  what  they 


THE    IROQUOIS    CLUB 


[   27   1 


WATSEKA      ILL. 

thought  of  our  magazine  and  magazines  in  general; 
and  then  they  gave  us  what  seemed  to  be  their  sin- 
cere opinions. 

When  we  asked  them  how  many  members  of  the 
family  read  Woman's  World  or  other  papers  edited  ' 
along  the  lines  of  Woman's  World,  the  response 
almost  invariably  was — "They  all  read  it."  The 
husband  and  children  went  in  for  the  fiction,  and  the 
housewives  enjoyed  the  departments  and  the  fiction 
in  about  equal  proportion. 

n 

WHERE  THEY  BUY 

We  found  that  most  of  the  farmers  on  the  R.  F.  D. 
routes  had  been  in  the  habit  of  ordering  goods  by 
mail,  more  from  Chicago  from  Sears-Roebuck  and 
Montgomery  Ward  than  from  the  New  York  houses, 
on  account  of  the  greater  amount  of  attention  that 
they  had  been  receiving  and  because  of  the  pro- 
pinquity of  the  city.  The  Chicago  mail  order  houses, 
in  order  of  the  volume  of  business  done  with  them, 
range  as  follows :  Sears-Roebuck,  Montgomery  Ward, 
Mandel  Brothers  and  Phillipsborn,  with  Siegel- 
Cooper  doing  a  fair  amount.    The  New  York  houses 

[   28   ] 


WATSEKA      ILL. 

are  National  Cloak  &  Suit  Company,  Bellas  Hess, 
Standard   Mail  Order  Company  and  Perry  Dame. 

This  is  a  wonderful  field  for  the  mail  order  house, 
because  the  farmer  has  his  farm  paid  for,  money  in 
the  bank,  and  the  coming  generation  has  the  same 
interest  and  desire  for  dress  and  the  expenditure  of 
money  in  the  rural  districts  as  obtains  in  the  bigger 
cities.  The  money  is  here.  It  is  only  a  question  of 
taking  it  away. 

Through  the  Postmaster  of  Watseka  we  learned 
that  only  a  small  percentage  of  the  people  in  the 
town  are  now  buying  from  mail  order  houses.  The 
great  bulk  of  the  business  coming  through  the  Wat- 
seka post  office  is  from  the  R.  F.  D.  routes.  The 
merchants  are  alive  and  banded  together  for  mutual 
protection,  there  being  only  one  cut-rate  store  in  the 
town. 


in 

DR.  BARTER:    A  SUBSCRIBER 

Dr.  Barter  is  one  of  the  leading  physicians  of  the 
town,  and  the  only  woman  there  in  the  profession. 
She  is  a  graduate  of  the  University  of  Chicago,  and 
is  a  typical  small  town  woman  of  forty.     She  is 

[    29    ] 


WATSEKA      ILL. 

modern  in  her  tastes — simple  and  direct  in  her 
language.  When  we  visited  her,  we  found  her  clean- 
ing up  her  office.  She  had  on  a  great  big  blue  apron 
and  was  chasing  dirt  most  strenuously. 

Baby  Foods.  When  we  questioned  her  about  baby 
foods  she  informed  us  that  Horlick's  suits  her  better 
than  any  other,  but  that  other  women  insist  on  using 
their  own  judgment.  In  other  words,  they  are  in- 
fluenced a  great  deal  by  the  advertising  which  comes 
to  their  notice,  the  most  popular  selection  in  such 
cases  being  Eagle  Brand  Condensed  Milk.  How- 
ever, she  rarely  uses  that  herself  unless  Horlick's 
disagrees  with  the  child.  She  said  that  while  the 
mothers  nurse  their  babies  whenever  possible,  it  is 
true  that  each  year  there  seems  to  be  an  increase  in 
the  percentage  of  babies  brought  up  on  baby  foods 
and  bottles  in  this  town. 

Dr.  Harter  has  taken  the  Woman's  World  for 
four  years— renewing  three  years  ago  on  a  three-year 
subscription.  In  this  case.  Woman's  World  made  a 
fine  showing,  for  it  is  the  only  magazine  that  she  buys 
on  a  full  term  cash  subscription.  The  other  magazines 
that  she  takes  are  Metropolitan,  McClure's,  Collier's 
and  To-day's,    She  buys  them  in  combination. 

[   30  ] 


^ 


WATSEKA      ILL. 


THE     LINCOLN      HIGHWAY      IN     WATSEKA 

THE  BEVERIDGE  PLAYERS 

One  evening  when  we  were  in  Watseka  the  Beve- 
ridge  Players — an  aggregation  of  actors  and  actor- 
ines — ^held  a  band  concert  in  the  public  square  in 
front  of  the  Mayor's  oflSce  to  welcome  themselves 
to  the  city.  The  selection  they  intended  to  execute 
that  evening  was  "Kathleen"  in  the  canvas  theatre 
in  back  of  the  round-house.  The  band  consisted  of 
eleven  pieces  and  a  banner.  Mr.  Beveridge,  the 
leader  of  the  players,  informed  the  people  that  they 
had  penetrated  Watseka  after  a  continuous  run  (or 
race)  of  twelve  months  in  New  York  City,  and  six 
months  in  Chicago. 

[  31   ] 


|i 


WATSEKA      ILL. 

modern  in  her  tastes — simple  and  direct  in  her 
language.  When  we  visited  her,  we  found  her  clean- 
ing up  her  office.  She  had  on  a  great  big  blue  apron 
and  was  chasing  dirt  most  strenuously. 

Baby  Foods.  When  we  questioned  her  about  baby 
foods  she  informed  us  that  Horlick's  suits  her  better 
than  any  other,  but  that  other  women  insist  on  using 
their  own  judgment.  In  other  words,  they  are  in- 
fluenced a  great  deal  by  the  advertising  which  comes 
to  their  notice,  the  most  popular  selection  in  such 
cases  being  Eagle  Brand  Condensed  Milk.  How- 
ever, she  rarely  uses  that  herself  unless  Horlick's 
disagrees  with  the  child.  She  said  that  while  the 
mothers  nurse  their  babies  whenever  possible,  it  is 
true  that  each  year  there  seems  to  be  an  increase  in 
the  percentage  of  babies  brought  up  on  baby  foods 
and  bottles  in  this  town. 

Dr.  Harter  has  taken  the  Woman's  World  for 
four  years — renewing  three  years  ago  on  a  three-year 
subscription.  In  this  case.  Woman's  World  made  a 
fine  showing,  for  it  is  the  only  magazine  that  she  buys 
on  a  full  term  cash  subscription.  The  other  magazines 
that  she  takes  are  Metropolitan,  McClure's,  Collier's 
and  To-day's.    She  buys  them  in  combination. 

[   30   ] 


WATSEKA      ILL 


THE     LINCOLN      HIGHWAY      IN      WATSEKA 

THE  BEVERIDGE  PLAYERS 

One  evening  when  we  were  in  Watseka  the  Beve- 
ridge  Players — ^an  aggregation  of  actors  and  actor- 
ines — ^held  a  band  concert  in  the  public  square  in 
front  of  the  Mayor's  office  to  welcome  themselves 
to  the  city.  The  selection  they  intended  to  execute 
that  evening  was  "Kathleen"  in  the  canvas  theatre 
in  back  of  the  round-house.  The  band  consisted  of 
eleven  pieces  and  a  banner.  Mr.  Beveridge,  the 
leader  of  the  players,  informed  the  people  that  they 
had  penetrated  Watseka  after  a  continuous  run  (or 
race)  of  twelve  months  in  New  York  City,  and  six 
months  in  Chicago. 

[  31   ] 


THE  CITY  MARSHAL 

Tom  Harper  is  the  City  Marshal.  He  weighs  250 
pounds,  but  is  as  hard  as  nails,  and  is  a  terror  to  the 
evil  doers  of  the  town.  He  has  lived  in  Watseka  the 
best  part  of  his  life,  running  in  and  out  as  a  railroad 
engineer  for  a  great  many  years.  Then  he  was  a 
restaurant  keeper,  graduating  to  an  ice  cream  parlor, 
and  finally  to  city  regulator. 

Tom  uses  the  strong  arm  method  exclusively  for 
stamping  out  crime  and  sousing.  He  believes  that  a 
public  office  is  a  public  trust,  and  that  being  custod- 
ian of  the  people's  interests,  it  is  at  all  times  up  to 
him  to  give  them  what  they  want,  and  he  has  found 
out  that  the  people  of  Watseka  want  purity.  Tom 
says:  "The  people  say  there  shall  be  no  drunks,  and 
I  see  to  it  that  there  are  none."  He  goes  on  to  say: 
"There  is  one  thing  that  my  bitterest  enemy  must 
confess,  and  this  is  that  I  play  no  favorites.  Every- 
one that  goes  crooked  in  Watseka  gets  pinched." 

There  used  to  be  two  policemen  in  Watseka  back 
in  the  earlier  days— Tom  and  his  partner.  They 
played  the  team  game— a  perfected  set  of  signals,  a 
mutual  understanding  and  a  cipher  code;  but  finally 

[   32   1 


WATSEKA      ILL. 


TOM  HARPER.  THE  CITY  MARSHAL 


one  day  Tom's  partner  tacked  into  the  offing  in  a 
sea-going  hack  loaded  to  the  gunwales  with  a  large 
cargo  of  gladness,  pirated  from  a  boot-legger.  Tom 
pinched  him  at  once,  and  since  then  he  has  been 
working  alone. 

Tom's  problem  (like  that  of  many  an  advertiser) 
then  became  one  of  distribution.  How  could  he  dis- 
tribute himself  evenly  around  the  town  at  such  times 
as  murder,  rapine  and  souses  broke  forth?     The 

[    33   ] 


i 


I 


THE  CITY  MARSHAL 

Tom  Harper  is  the  City  Marshal.  He  weighs  250 
pounds,  but  is  as  hard  as  nails,  and  is  a  terror  to  the 
evil  doers  of  the  town.  He  has  lived  in  Watseka  the 
best  part  of  his  life,  running  in  and  out  as  a  railroad 
engineer  for  a  great  many  years.  Then  he  was  a 
restaurant  keeper,  graduating  to  an  ice  cream  parlor, 
and  finally  to  city  regulator. 

Tom  uses  the  strong  arm  method  exclusively  for 
stamping  out  crime  and  sousing.  He  believes  that  a 
public  office  is  a  public  trust,  and  that  being  custod- 
ian of  the  people's  interests,  it  is  at  all  times  up  to 
him  to  give  them  what  they  want,  and  he  has  found 
out  that  the  people  of  Watseka  want  purity.  Tom 
says:  "The  people  say  there  shall  be  no  drunks,  and 
I  see  to  it  that  there  are  none."  He  goes  on  to  say: 
"There  is  one  thing  that  my  bitterest  enemy  must 
confess,  and  this  is  that  I  play  no  favorites.  Every- 
one that  goes  crooked  in  Watseka  gets  pinched." 

There  used  to  be  two  policemen  in  Watseka  back 
in  the  earlier  days— Tom  and  his  partner.  They 
played  the  team  game— a  perfected  set  of  signals,  a 
mutual  understanding  and  a  cipher  code;  but  finally 

[    32   ] 


WATSEKA      ILL. 


TOM    HARPER,    THE    CITY    MARSHAL 

one  day  Tom's  partner  tacked  into  the  offing  in  a 
sea-going  hack  loaded  to  the  gunwales  with  a  large 
cargo  of  gladness,  pirated  from  a  boot-legger.  Tom 
pinched  him  at  once,  and  since  then  he  has  been 
working  alone. 

Tom's  problem  (like  that  of  many  an  advertiser) 
then  became  one  of  distribution.  How  could  he  dis- 
tribute himself  evenly  around  the  town  at  such  times 
as  murder,   rapine  and  souses  broke  forth  .^     The 

[    33    ] 


I 


THE  CITY  MARSHAL 

ToAi  Harper  is  the  City  Marshal.  He  weighs  250 
pounds,  but  is  as  hard  as  nails,  and  is  a  terror  to  the 
evil  doers  of  the  town.  He  has  lived  in  Watseka  the 
best  part  of  his  life,  running  in  and  out  as  a  railroad 
engineer  for  a  great  many  years.  Then  he  was  a 
restaurant  keeper,  graduating  to  an  ice  cream  parlor, 
and  finally  to  city  regulator. 

Tom  uses  the  strong  arm  method  exclusively  for 
stamping  out  crime  and  sousing.  He  believes  that  a 
public  office  is  a  public  trust,  and  that  being  custod- 
ian of  the  people's  interests,  it  is  at  all  times  up  to 
him  to  give  them  what  they  want,  and  he  has  found 
out  that  the  people  of  Watseka  want  purity.  Tom 
says:  "The  people  say  there  shall  be  no  drunks,  and 
I  see  to  it  that  there  are  none."  He  goes  on  to  say: 
"There  is  one  thing  that  my  bitterest  enemy  must 
confess,  and  this  is  that  I  play  no  favorites.  Every- 
one that  goes  crooked  in  Watseka  gets  pinched." 

There  used  to  be  two  policemen  in  Watseka  back 
in  the  earlier  days— Tom  and  his  partner.  They 
played  the  team  game— a  perfected  set  of  signals,  a 
mutual  understanding  and  a  cipher  code;  but  finally 

I   32   ] 


4 


W  A  T  S  E  K  A      I  L  L 


TOM    HARPER,     THE    CITY    .MARSHAL 

one  day  Tom's  partner  tacked  into  the  offing  in  a 
sea-going  hack  loaded  to  the  gunwales  with  a  large 
cargo  of  gladness,  pirated  from  a  boot-legger.  Tom 
pinched  him  at  once,  and  since  then  he  has  been 
working  alone. 

Tom's  problem  (like  that  of  many  an  advertiser) 
then  became  one  of  distribution.  How  could  he  dis- 
tribute himself  evenly  around  the  town  at  such  times 
as   murder,   rapine   and   souses   broke  forth?     The 

[    33    ] 


WATSEKA      ILL. 

Police  Department — consisting  of  Mr.  Thomas  Har- 
per, Tom  Harper,  Harper,  T.  Harper  and  Tom — 
must  be  constantly  prepared  for  a  specially  con- 
ducted tour  to  the  cooler. 

One  night  Tom  had  a  dream:  He  was  again  an 
engineer  back  in  the  old  cab,  hand  on  throttle,  beat- 
ing it  up  toward  Chicago  on  the  C.  &  E.  with  twenty 
cars  of  steers  bellowing  behind  him.  The  night  was 
dark,  the  steers  were  restless,  and  Tom  was  very 
lonesome,  when  the  old  banjo  signal  just  ahead  threw 
a  red  light  at  him  from  out  the  gloom.  Down  went 
the  brakes!  The  train  finally  stopped  skidding,  and 
the  precious  meaty  freight  was  saved.  Tom  was  a 
hero — a  red  light  had  saved  the  freight. 

Just  then  Tom's  wife  told  him  to  turn  over — but 
the  red  light  idea  stuck.  So  the  next  day  Tom  ap- 
peared before  the  city  fathers  and  put  through  a 
motion  to  equip  the  last  telephone  pole  on  Main 
Street  with  a  red  light.  The  problem  of  distribution 
was  solved.  An  arrangement  was  made  with  the 
central  telephone  operator,  and  the  pressing  of  a 
button  flashed  a  crimson  glow  up  and  down  Main 
Street  when  trouble  began  to  brew. 

Tom  called  it  an  invention,  but  the  people  called 

[  34   ] 


WATSEKA      ILL. 

it  a  necessity;  so  whenever  Tom's  eagle  eye  spies 
the  beacon,  from  his  resting  place  on  the  park  seat 
of  a  summer  evening,  immediately  the  entire  police 
department  in  Watseka,  consisting  of  the  aforemen- 
tioned 250  pounds,  hurries  to  the  nearest  telephone 
to  learn  the  whereabouts  of  the  trouble. 

THE  WATSEKA  MARKET 

And  so  this  is  Watseka.  Nothing  marvelous  about 
it;  not  a  tremendous  market.  But  there  are  thous- 
ands and  thousands  of  Watsekas.  Thousands  and 
thousands  of  quiet  little  towns  like  this  where  the 
people  have  got  more  money  than  the  folks  in  the 
cities;  where  they  are  just  as  fond  of  the  comforts 
of  life  as  the  folks  in  the  cities;  where  they  are  will- 
ing to  loosen  up  and  spend  their  money,  provided 
they  are  reached;  and  where  the  competition  of  those 
endeavoring  to  reach  them  is  far  less  keen  than  in 
any  other  market.  Watseka  alone  is  not  a  prize; 
Watseka,  with  its  thousands  of  sister  towns,  the 
thousands  of  R.  F.  D.  routes  that  radiate  from  them, 
reached  through  Woman's  World  which  newspapers 
the  country,  spells  a  business  opportunity  for  you. 

[   35   ] 


I 

\ 


WOMAN'S  WORLD  SUBSCRIBERS 
IN  WATSEKA  ILL. 

Population,  2,500  (800  Families) 
Number  of  paid  in  advance  subscribers,  99 


Class  A 
B 
C 


ii 


a 


While  investigating  our  subscribers 
in  Watseka,  we  classified  them  into 
three  general  divisions.  Class  A  in- 
cluded those  families  of  comfort- 
able means  with  excellent  credit 
with  local  banks  and  trades-people 
and    wholly    desirable    as    custom- 


63     (63.63%) 

31     (31.31%) 

5     (  .5.05%) 


ers.  Class  B  included  those  rated 
"good."  Class  C  those  not  highly 
recommended.  For  obvious  reasons 
we  have  not  classified  the  published 
list  of  subscribers'  names  on  the  fol- 
lowing pages,  but  the  totals  in  each 
classification  are  given  above. 


Number  having  autos 

21 

(21.21%) 

"         having  telephones 

59 

(59.59%) 

**         owning  homes 

62 

(62.62%) 

"         renting  homes 

37 

(37.37%) 

"         farmers 

65 

(65.65%) 

Leading  occupation — ^farming. 


[   36  ] 


WOMAN'S  WORLD   SUBSCRIBERS 
IN  WATSEKA  ILL. 


RESIDENCE    OF    MRS.    FRANK    FANYO 


SuJ)scriber 

Occupation* 

Rtmidenee 
Owns 

PhoM 

Auto 

Adams,  Mrs.  J. 

Farmer 

Aye,  Mrs.  S.  H. 

Farmer 

Rents 

Yes 

Baugh,  Mrs.  F.  D. 

Cobbler 

Rents 

Baughton,  Mrs.  L. 

Assessor 

Rents 

Belden,  Mrs.  S.  P. 

Bookkeeper 

Owns 

Benjamin,  Mrs.  Fred. 

Farmer 

Owns 

Yes 

Yes 

Bensen,  Louis 

Farmer 

Owns 

Black,  Wm.  L. 

Farmer 

Owns 

Black,  Mrs.  L. 

Farmer 

Rents 

Body,  Mrs.  Allen 

Farmer 

Owns 

Yes 

Yes 

Bradrick,  Lucy  C. 

Farmer 

Owns 

Yes 

Yes 

Brown,  Miss  L. 

Farmer 

Owns 

Bunting,  Mrs.  J.  C. 

Farmer 

Owns 

Yes 

Cadore,  Mrs.  Oscar 

Driver 

Rents 

Yes 

Cheever,  John 

Farmer 

Rents 

*Husband's  occupation  is  given  where  subscription  is  in  housewife's  name. 

[   37  ] 


WOMAN'S  WORLD  SUBSCRIBERS 
IN  WATSEKA  ILL. 

Population,  2,500  (800  Families) 
Number  of  paid  in  advance  subscribers,  99 


Class  A 
"  B 
"      C 


While  investij^ating  our  subscriliers 
in  Watseka,  we  classified  them  into 
three  general  divisions.  Class  A  in- 
cluded those  families  of  comfort- 
able means  with  excellent  credit 
with  local  banks  and  trades-people 
an<l    wholly    tlesirablc    as    custom- 


63     (()3.()3%) 

31      (31.31%) 

5     (  .5.05%) 


ers.  Class  H  included  tho.se  rated 
"good."  Class  C  tho.se  not  highly 
recommended.  For  obvious  reasons 
we  have  not  classified  the  published 
list  of  subscribers' names  on  the  fol- 
lowing pages,  but  the  totals  in  each 
clas.sification  are  given  above. 


XuiiiIkm'  liaviiii*"  autos 

liaviiig  telephone.s 


«4 


«i 


4  4 


owning  homes 
renting  homes 
farmers 


2^ 
59 

37 
05 


021.21%) 
(59.59%) 
(62.62%) 
(37.37%) 
(65.65%) 


Leading  occupation — ^farming. 


f 

I 
1 


[   36  ] 


WO-\L\NS   WORLD   SIBSCRIBERS 
I\   WATSEKA   ILL. 


f 

< 

J 

^ 

^^.J^^ 

^^^^^^^^^^^^H^Hr  J 

z?' 

Wu 

^                      :r^^9^H 

i^^KMk^^^^^l 

^^^^^H 

TL^ 

bT 

B 

HI 

m 

— ^.^H 

^Bf™_^_^B«liil«l« 

1 

^^ff^fll^t 

1 

P 

RESIDENCE    OF    MRS.    FRANK     F  A  N  Y  O 


Subscriber 

Occupation* 

Farmer 

liesideuce 

Owns 

Phone 

A  iifft 

Adams,  Mrs.  J. 

Aye,  Mrs.  S.  H. 

Farmer 

Rents 

Yes 

Haugh,  Mrs.  F.  D. 

('ol)bler 

Rents 

Baiighton,  Mrs.  1>. 

Assessor 

Rents 

Belden,  Mrs.  S.  P. 

Bookkeeper 

Owns 

Benjamin,  Mrs.  Fred. 

Farmer 

Owns 

^'es 

^>s 

Bensen,  Louis 

Farmer 

Owns 

Black,  Wm.  L. 

Farmer 

Owns 

Black,  Mrs.  L. 

Farmer 

Rents 

Body,  Mrs.  Allen 

Farmer 

.    Owns 

Yes 

\es 

Bradrick,  Lucy  C. 

Farmer 

Owns 

Yes 

Yes 

Brown,  Mi.ss  L. 

Farmer 

Owns 

Bunting,  Mrs.  J.  C. 

Farmer 

Owns 

^>s 

Cadore,  Mrs.  Oscar 

Driver 

Rents 

Yes 

Cheever,  John 

Farmer 

Rents 

'Husband's  occupation  is  given  where  subscription  is  in  housewife's  name. 

I   37   ] 


(1 


i^ 


)? 
i^ 


WATSEKA      ILL 


WOMAN'S    WORLD    SUBSCRIBERS 


RESIDENCE  OF  MRS.  FRANK  GILBREATH 


R  K  S  I  I)  E  N  C  E  OF  MRS.  E  .  ('  .  H  A  M  I  L  T  ()  N 


f 


Suhiteriher 

Occupation 

Reiddenee 

Phone 

Auto 

Chiever,  Chas.  C. 

Farmer 

Rents 

Yes 

Clifton,  Mrs.  Emily 

Farmer 

Owns 

Yes 

Yes 

Cook,  Mrs.  Lulu 

Farmer 

Rents 

Yes 

Diggle,  George  W. 

Farmer 

Rents 

Yes 

Yes 

Duncan,  Mrs.  I.  L, 

Farmer 

Owns 

$25,000 

Yes 

Eskengrey,  Mrs.  A. 

Farmer 

Owns 

Yes 

Fanyo,  Frank 

Ford  dealer 

Owns 

$40,000 

Yes 

Yes 

Fidler,  L.  W. 

Farmer 

Owns 

Yes 

Fisher,  Mrs.  J.  R. 

Farmer 

Owns 

$15,000 

Yes 

Fleming,  T.  R. 

Farmer 

Owns 

$25,000 

Yes 

Yes 

Fuller,  Frank 

Farmer 

Owns 

Gardner,  Harvey 

Farmer 

Rents 

Gates,  Silas  H.  R. 

Farmer 

Owns 

Gibson,  L.  L. 

Farmer 

Owns 

Gilbreath,  Mrs.  Frank 

County  Supervisor 
of  Schools 

Owns 

Yes 

Yes 

Gilfillan,  A.  J. 

Supervisor 

Owns 

Yes 

Yes 

[  38  ] 


Subxcriher 

Oceupatimi 

Reiddenee 

Phone 

Auto 

Goken,  Mrs.  M.  R. 

Retiredfarmer 

Owns 

Goodyear,  A.  E. 

Lawyer 

Owns 

Yes 

Yes 

Grice,  Mrs.  Chas.  R. 

Farmer 

Rents 

Yes 

Griffith,  Mabel 

Farmer 

Rents 

Yes 

Grove,  Chas. 

Carpenter 

Rents 

Yes 

Haberkorn,  Chas.  R. 

Farmer 

Owns 

Yes 

Hamilton,  E.  C. 

Pres.  1st  Nat.  Rank 

Owns 

$150,000 

Yes 

Yes 

Hanger,  Mrs.  L.  R. 

Butcher 

Owns 

Yes 

Harris,  Mrs.  Will  J. 

Feed  store 

Owns 

Yes 

Harroun,  Mrs.  E. 

Travelling:  man 

Owns 

Yes 

Harter,  Dr.  G. 

Only  woman  physician 

Rents 

Yes 

Harvey,  Harry 

Farmer 

Owns 

Yes 

Hayslip,  Chas. 

Retiredfarmer 

Owns 

Yes 

Heikes,  George  P. 

County  Treas. 

Owns 

Yes 

Yes 

Henning,  Mrs.  T. 

Farmer 

Rents 

Herman,  Mrs.  Harriet 

Widow 

Owns 

Yes 

Yes 

Higgins,  Mrs.  Frank 

Pub.  and  Alderman 

Owns 

Hix,  Mr.  Albert 

Farmer 

Rents 

Hunter,  Miss  Delia 

Farmer 

Rents 

Hunter,  Nellie 

Farmer 

Rents 

Yes 

[  39  ] 


WATSEKA      ILL. 


I 


f 


WOMAN'S    WORLD    SUBSCRIBERS 


RESIDENCE  OF  MRS.  FRANK  GILBREATH 


R  K  S  I  I)  K  \  ('  K    OF    MRS.    K  .    ('  .    H  A  M  I  L  T  O  N 


Subscriber 

Chiever,  Chas.  C. 
Clifton,  Mrs.  Emily 
Cook,  Mrs.  Lulu 

Digj^le,  George  W. 
Duncan,  Mrs.  1.  L. 


Eskengrey,  Mrs.  A. 

Fanyo,  Frank 

Fidler,  L.  W. 
Fisher,  Mrs.  J.  R. 

Fleming,  T.  R. 

Fuller,  Frank 

Gardner,  Harvey 
Gates,  Silas  H.  R. 
Gibson,  L.  L. 
Gilbreath,  Mrs.  Frank 
Gilfillan,  A.  J. 


Occupation 

Farmer 
Farmer 
Farmer 

Farmer 
Farmer 


Farmer 

Ford  dealer 

Farmer 
Farmer 

Farmer 

Farmer 


Farmer  j 

Farmer 

Farmer 

County  Supervisor  , 
of  Schools 

Supervisor 


Owns 
Owns 

$15,000 

Owns 

$25,000 

Owns 


Residence 

Phone 

Auto 

Rents 

Yes 

Owns 

Yes 

Yes 

Rents 

Yes 

Rents 

les 

Yes 

Owns 

Yes 

i       $25,000 

Owns 

Yes 

Owns 

$40,000 

Yes 

Yes 

Yes 
Yes 

Yes 


Yes 


Rents 

Owns 

Owns 

Owns 

Yes 

Yes 

Owns 

Yes 

Yes 

♦ 


Subitcrlbftr 

Goken,  Mrs.  M.  R. 
Goodyear,  A.  E. 
Grice,  Mrs.  Chas.  R. 
Griffith,  Mabel 
Grove,  Chas. 

Haberkorn,  Chas.  R. 
Hamilton,  E.  C. 

Hanger,  Mrs.  L.  R. 
Harris,  Mrs.  Will  J. 
Harroun,  Mrs.  E. 
Harter,  Dr.  G. 
Harvey,  Harry 
Hayslip,  Chas. 
Heikes,  George  P. 
Henning,  Mrs.  T. 
Herman,  Mrs.  Harriet 
Higgins,  Mrs.  Frank 
Hix,  Mr.  Albert 
Hunter,  Miss  Delia 
Hunter,  Nellie 


Occupation 

Retiredfarmer 

Lawyer 

Farmer 

Farmer 

Carpenter 

Farmer 

Pres.  1st  Nat.  Bank 

Butcher 
Feed  store 

Travelling  man 
Only  woman  physician 

Farmer 
Retiredfarmer 
County  Treas. 
Farmer 
Widow 

Pub.  and  Alderman 

Farmer 
Farmer 
Farmer 


Heaidence, 

Phone j 

Owns 

Owns 

Yes 

Rents 

Yes 

Rents 

Yes 

Rents 

Yes 

Owns 

Yes 

Ow^ns 

Yes 

$150,000 

Owns 

Yes 

Owns 

Yes 

Owns 

Yes 

Rents 

Yes 

Owns 

Yes 

Owns 

Yes 

Owns 

Yes 

Rents 

Owns 

Yes 

Owns 

Rents 

Rents 

Rents 

Yes 

Autif 


Yes 


Yes 


Yes 
Yes 


[  .'^s  1 


[    39    ] 


) 


W  A  T  S  E  K  A      ILL. 


RESIDENCE    OF    MRS.     T.    HENNING 


Sithitcriher 

Occ^ipatiini 

Farmer 

Ueifldence 

Phone 

Auto 

Keene,  R.  D. 

Owns 

Yes 

Kelly,  Katie  R. 

School  Teacher 

i 

Father  owns; 

Yes 

Kent,  Hattie 

Farmer 

Owns 

Yes 

Kindt,  Miss  S. 

Farmer 

Father  owns 

Yes 

Leathennan,  Mrs.  N. 

Farmer 

Rents 

Yes 

Littell,  Mrs.  Minnie 

Restaurant 

Owns 

Yes 

Yes 

Long,  Thos.  1^. 

Farmer 

Owns 

Yes 

Long,  Lucy 

Farmer 

Owns 

$15,000 

Owns 

Yes 

lx)uix,  Cecil 

ARtforSbimlardOil 

Yes 

Yes 

Mackatee,  Mrs.  Hattie 

Farmer 

Owns 

Marcott,  Mrs.  Kate 

Farmer 

Rents 

Mayette,  Mrs.  Wm. 

Janitor  Sc1)<k»1  House 

Rents 

Yes 

Morris,  Mrs.  Frank 

Cook 

Rents 

Yes 

Pallissard,  May  E. 

Lawyer 

Owns 

«75,000 

Yes 

Yes 

Pepperdine,  A.  B. 

Brick  mason 

Rents 

Yes 

Perry,  Zeri 

Farmer 

Owns 

Yes 

Peters,  M.  H. 

'     Philanthropist 

Owns 

' 

$100,000 

f 


WOMAN'S    WORLD    SUBSCRIBERS 


RESIDENCE    OF    MRS.    M  .    H  .    PETERS 


Suhitcrlhttr 

'         Occupation 

Farmer 

Rexidmra 

Rents 

Phons 

Auto 

Pew,  B.  J. 

Poppe,  Henry 

Farmer 

Rents 

Priest,  J.  M. 

Farmer 

Owns 

Yes 

Purgett,  Nettie 

Farmer 

Owns 

Yes 

Reichman,  Anna 

Farmer 

Rents 

Yes 

Rhoades,  Mary  R. 

Farmer 

Owns 

Yes 

Yes 

Richey,  Mrs.  James 

Grocery  store 

Owns 

Ricketts,  Lena 

Worker 

Rents 

Yes 

Roberts,  Jennie 

Widow 

Owns 

Roush,  P. 

Farmer 

Owns 

Rush,  Miss  Hattie 

Farmer 

Owns 

Schindler,  Mrs.  Ada 

i 

Farmer 

Rents 

Yes 

Schuen,  Mrs.  E.  ¥. 

Drayman 

Owns 

Seward,  P.  M. 

Farmer 

Rents 

Yes 

Skiff,  Mrs.  W.  E. 

Coroner 

Owns 

Yes 

Smith,  Mrs.  J.  M. 

Farmer 

Owns 

Yes 

Smith,  Mrs.  C. 

Farmer 

Rents 

Smith,  Mrs.  Sarah  J. 

1     Farmer 

Rents 

South,  Clarence 

i     County  Clerk 

Owns 

[    40   ] 


[   41   ] 


W  A  T  S  K  K  A      I  L  L 


R  K  S  I  D  E  N  C  K    OK    MRS.     T  .    H  E  X  \  I  \  G 


Sh />,<<(•>'}  her 

Orriipafion 

Farmer 

llemileiirti 

Owns 

Phone, 

Keene,  R.  1). 

Yes 

Kelly,  Katie  R. 

Sch«M)l  TeacluT 

Kattier  owns 

Yes 

Kent,  Hattie 

Farmer 

Owns 

Yes 

Kindt,  Miss  S. 

Farmer 

Katlier  owns 

Yes  : 

! 

Leatherman,  Mrs.  X. 

Farmer 

Rents 

Yes 

Littell,  Mrs.  Minnie 

Restanrant 

Owns 

Yes 

Long,  Thos.  1.. 

F'armer 

Owns 

Yes 

Long,  Luey 

Farmer 

Owns 

Yes 

$1.5,000 

Jiouix,  Cecil 

Ajrt.rorSt;in<l:ir(IOil 

Owns 

Yes 

ALiekatee,  Mrs.  Hattie 

Farmer 

Owns 

Marcott,  Mrs.  Kate 

Farmer 

Rents 

Mayette,  Mrs.  Wni. 

Jniiitor  ScluMtl  Hoiiso 

Rents 

Yes 

Morris,  Mrs.  Frank 

Cook 

Rents 

Yes 

Pallissard,  May  E. 

Lawyer 

Owns 

Yes 

$75,000 

Pej)perdine,  A.  IL 

Brick  mason 

Rents 

Yes 

Perry,  Zeri 

F'armer 

Owns 

Yes 

Peters,  M.  H. 

Philanthropist 

Owns 

$100,000 

\ 


es 


Y 


es 


Ye.* 


s 


I    40    ] 


W  OMAN'S    WORLD    SUBSCRIBERS 


RESIDKNCK    O  I      MRS.    M.    H.    PETERS 


Stth.srnhar 

Ocrupathni 

He.su  fen  re 

l*h(nn 

Pew,  B.J. 

Farmer 

Rents 

Poppe,  Henry 

F'armer 

Rents 

Priest,  J.  M. 

Farmer 

Owns 

Pnrgett,  Nettie 

Farmer 

Owns 

Yes 

Reichman,  Anna 

Farmer 

Rents 

Yes 

Rhoades,  Mary  R. 

Foamier 

Owns 

Yes 

Richey,  Mrs.  James 

Grocery  store 

Owns 

Ricketts,  Lena 

Worker 

Rents 

^'es 

Roberts,  Jennie 

Widow 

Owns 

Roush,  P. 

Farmer 

Owns 

Rush,  Mi.ss  Hattie 

Farmer 

Owns 

Schindler,  Mrs.  Ada 

F^irmer 

Rents 

\  es 

Schuen,  Mrs.  E.  F. 

Drayman 

Owns 

Seward,  P.  M. 

F'armer 

Rents 

Skiff,  Mrs.  W.  E. 

Coroner 

Owns 

Yes 

Smith,  Mrs.  J.  M. 

Farmer 

Owns 

\'es 

Smith,  Mrs.  C. 

Farmer 

Rents 

Smith,  Mrs.  Sarah  J. 

Farmer 

Rents 

! 

South,  Clarence 

County  Clerk 

Owns 

Y 


es 


Yes 


Yes 


I    41    ] 


WATSEKA   ILL 


THE  MAYOR'S  LETTER 


RESIDENCE    OF    MRS.    MARY    RHOADES 


Subscriber 

Occupation 

Residence 

Phone 

Auto 

Troup,  Miss  Mabel 

Druggist 

Owns 

Volberding,  Mrs.  W. 

Shoe  business 

Ice  Cream  Factory 

Owns 

Yes 

Wagner,  Freeda  R. 

Farmer 

Rents 

Walker,  Mrs.  Nona  R. 

Farmer 

Rents 

Wasson,  Mrs.  H.  L. 

Farmer 

Owns 

Weaver,  W.  H. 

Justice  of  Peace 

Owns 

West,  Jas.  0. 

Farmer 

Owns 

Yes 

West,  Mrs.  Mary  E. 

Farmer 

Owns 

$15,000 

Yes 

Yes 

Wielert,  Mrs.  H.  L. 

Farmer 

Rents 

Wilson,  Mrs.  0.  G. 

Farmer 

Rents 

Yes 

Wiltjer,  H.  R. 

Farmer 

Rents 

Zumwalt,  Miss  Thelma 

Farmer 

Owns 

$15,000 

Yes 

Yes 

I   42   ] 


h 


WATSEKA   ILL 


THE  MAYOR'S  LETTER 


;K'<»- 


'"t-rtgsSB^ . 


,  '•^if«v^ 


J^-. 


1           /^,    ^^"^W^^ 

'* ' 

RESIDKNCE    ( 

DF    MRS.    MARY 

RHOADES 

Snhifcriher 

Occupation 

Residence 

Phone 

• 

Auto 

Troup,  Miss  Mabel 

Druggist 

Owns 

Volberding,  Mrs.  W. 

Shoe  business 

Ice  Cream  Factory 

Owns 

Yes 

Wagner,  Freeda  R. 

Farmer 

Rents 

Walker,  Mrs.  Nona  R. 

Farmer 

Rents 

Wasson,  Mrs.  H.  L. 

Farmer 

Owns 

Weaver,  W.  H. 

Justice  of  Peace 

Owns 

West,  Jas.  0. 

Farmer 

Owns 

Yes 

West,  Mrs.  Mary  E. 

Farmer 

Owns 

$15,000 

Yes 

Yes 

Wielert,  Mrs.  H.  L. 

Farmer 

Rents 

Wilson,  Mrs.  0.  G. 

Farmer 

Rents 

Yes 

Wiltjer,  H.  R. 

Farmer 

Rents 

Zumwalt,  Miss  Thelma 

Farmer 

Owns 

Yes 

Yes 

$15,000 

I  42  ] 


CITY  OFFICrALS,  1913-14. 


^ 

^ 


John  W.  Upsail   ■ 
Perry  A.  Sprague 
R.  C  South     - 
W.  N.  Daniel 
Edward  Conlin    • 
J.  L.  Pickens 
J.  E  Wills 


Mayor 

-       -     Clerk 

Attorney 

Tfeasurer 

•     Collector 

•     City  Plumber 

Police  MaKistnrte 


ZHe  PTc 


CITY  OF  WATSEKA 


ALDbRMEN. 


o'^p'<^^  o*^     JOHN  W.  UPSAIX 
Mayor. 


H.  M.  Browne 
Zed  Watkins 
P.  H.  HicKins    ■ 
Wniiara  F.  Fox 
J.  M.  BeU    - 
A.  C  Harwood 


1st  Ward 
1st  Ward 
2d  Ward 
2d  Ward 
.U  Ward 
3d  Ward 


^^^^.  ^4:,.^J^^  /* 


'9t^ 


^«7 


^  ^^^  ^  trtm^ 


^^  V^    iit^^^ 


5*-^    «  *«».i^ 


^Sri^yer^. 


I   45   ] 


Index 


Advertising,  extravagant 

claims  in,  22 
Advertised  lines,  10,  13,  14, 

15,  16,  19,  20 
Advertising  promised  the 

dealer,  15 
Automobiles,  5,  10,  22 
Automobile  Dealers,  7,  22 

Baby  foods,  30 

Baker,  7 

Banks,  National,  6 

Beechnut,  9 

Beveridge  Players,  The,  31 

Blake's  Drug  Shop,  16 

Book  Store,  7 

Buick  Car,  6 

Cameras,  15 

Chinamel,  18 

Churches,  6 

City  Marshal,  The,  3,  32 

Clark  &  Litell,  25 

Clothing  Stores,  7,  20 

Club,  6 

Colgate,  16 

Collier's,  30 

Consumer  Influence,  14,  20 

Coupon  selling  system,  12 

Credit  given  by  dealer,  21 

Crops,  2 

Cut-rate  Store,  6,  12,  29 

Cyrus  Hardware  Co.,  13 


Delivery  by  Automobile,  10 

Delineator,  26 

Discounts,  16 

Dromedary  Dates,  13 

Drug  Stores,  7,  15 

Dry  Goods  Stores,  7,  19 

Eagle  Brand  Condensed 

Milk,  30 
Eastman,  Charles,  24 
Edison  Phonographs,  15 
Elder,  E.  B.,  15 
Electricity,  5 
Exclusive  agencies,  13 

Fanyo,  Joseph,  22 
Farm  papers,  27 
Fashions,  following  the,  20 
Feed  Stores,  7 
Ford  Car,  6,  10,  22 
Furniture  Stores,  7,  20 

General  Stores,  7 

Grape  Juice,  25 
Grocery  Stores,  7,  8,  12 

Hardware  Stores,  7,  13 
Harper,  Thomas,  3,  32 
Hart,  Schaffner  &  Marx,  20 
Harter,  Dr.,  29 
Heinz,  9 

Herscheim  Furniture,  20 
Hess,  Bellas,  29 
Hong-Kong  Grass  chairs,  20 


[   47  I 


Index 


Hoosier  Kitchen  Cabinet,  20 
Horlick's,  30 
Hospital,  6 

Jap- A- LAC,  18 

Jello,  9 

Jewelry  Stores,  7 

Jobbers,  15 

Kodak,  16 

Ladies'  Home   Journal,   26 
Land,  2 
Lawyers,  2 

Letter,  The  Mayor's,  45 
Library,  6 
Lilly,  17 

Local  Government,  S 
Location,  1 
Lord  &  Taylor,  20 
Lumber  and  Coal 
Merchants,  7 

Macey  Filing  Cabinets,  20 
Magazines,  26,  30 
Mail  order  houses,  28 
Mail  order  houses,  manufac- 
turers who  sell  to,  16 
Mandel  Brothers,  28 
Market,  The  Watseka,  35 
Mattresses,  21 
Maxwell  Car,  6 
Mayor,  The,  3,  45 
McCairs,  26 
McClure's,  30 


Meat  Markets,  7 
Merchants,  6 
Metropolitan,  30 
Metz  Car,  6 
Milk,  30 

Money-back  guarantee,  19,21 
Montgomery  Ward,  16,  28 
Moving  Picture  Houses,  7,  24 

National  Cloak   and  Suit 

Company,  29 
Newspapers,  6 

Occupation,  2 

Overland  Car,  6 
Overselling  the  dealer,  16 

Parke-davis,  17 

Perry  Dame,  29 

Phillipsborn,  28 

Physicians,  2,  29 

Piano  Store,  7 

Pictorial  Review,  26 

Politics,  3 

Population,  1 

Profit,  margin  of,  9,  14,  20 

Public  Conveniences  and 

Improvements,  5 
Public  Institutions,  6 

Restaurant,  25 

Retail  Business,  Volume  of,  7 

Rich,  E.  C,  10 

Royal  Purple  Grape  Juice,  25 


1   48  ] 


^ 


Index 


Sandiford,  J.  A.,  8 

Sapiro,  Julius,  19 

Saturday  Evening  Post,  26 

Schools,  6 

Sears-Roebuck,  16,  28 

Segur,  L.  B.,  20 

Selling  price,  objection  to 
price  fixed  by  manufac- 
turer, 10 

Shoe  Store,  7 

Siegel-Cooper,  28 

Standard  Mail  Order  Co.,  29 

Star  Moving  Picture 
Theatre,  24 

Stenographer,  Public,  2 

Subscribers    in    Watseka,  36 
where  they  buy,   28 
what  they  read,  26 

Taliaferro's  Cash  Groc- 
ery, 12 


»  • 

t  t 

•  « 

•  r 


Talking  Machines,  15 
Taxes,  3 
Telephones,  5 
To-day's,  30 
Tooth  paste,  16 
Tooth  powder,  16 
Toy  Store,  7 
Tryphosa,  9 
Turn-over,  14 

Victor  Talking 
Machines,  15 

Watseka  Market,  The,  35 
Welch  Grape  Juice,  25 
Woman's  World  subscribers 

in  Watseka,  36 
Wveth,  17 

Youth's  Companion,  id 


[   49  ] 


Date  Due 

i 

1 

i 

9 

ryi5H  oi\<\s2> 

DEC  0  81994 


/ 


25<fc.l 


/ 


COLUMBIA  UNIVERS 


III 


0041448030 


TY  L  BRARIES 


\N 


C»Wu<XA/» 


WoJTseW. 


IDmois 


UECZl  13- 


:ll 


/ 


END  OF 
TITLE 


